In-Store and Online Engagement through video games: MediaWorld case study

Roborun is the video game developed for MediaWorld for Black Friday 2025, designed to drive engagement both in physical stores and online.

It’s an exciting challenge set in an endless scenario, an “infinite track”, where players rack up points and then move to a digital platform to receive a code and enter the final prize draw.

Roborun had a twofold goal:

• Increase the player’s score, encouraging them to stay in the game longer;

• Reinforce the campaign’s promotional message, built around the value of accessible technology.

The Enemy: “Old Tech”

The main enemy is represented by an outdated robot/computer, a symbol of obsolete technology. In the gameplay, its role is to hinder the player’s progress and highlight the contrast between innovation and obsolescence.

Playing in-store with your smartphone

As mentioned, the game was also available inside MediaWorld stores.

The video game was displayed on in-store monitors and, by scanning a dedicated QR code, users could play using their own smartphone, turned into a controller. This is powered by our AdverSafely technology, developed for gaming solutions designed for stores and events.

In short, the game runs on a TV screen, but players control it from their smartphone.

This setup created a natural bridge between physical and digital, taking users from the store directly to the online platform.

After the Black Friday campaign

At the end of the promotion, MediaWorld integrated Roborun into the MediaWorld Club section (reserved for members). In this new setup, every 150 points earned in the game were converted into 1 loyalty point, increasing the value of the digital card. digitale.

Strategy and Communication

TLC Worldwide, the communications agency in charge of MediaWorld campaigns, coordinated the project’s marketing strategy.
The gaming component proved decisive in two phases:

• During the Black Friday promotion, to drive engagement both in-store and online.

• Later on, to increase in-app retention and strengthen the brand experience through a fully customized game.

The Game

Roborun is an endless run where players must collect bonuses and power-ups, avoid obstacles and enemies, and keep the optimal path to maximize both score and playtime.

Hi-Tech items to collect

During gameplay, hi-tech products inspired by MediaWorld brands (KOENIC, PEAQ, ISY, OK) appear. Their purpose is:

• increase the player’s score,
• represent the main collection objective,
• reinforce the campaign message of accessible technology.

Enemy: “Old Tech”

The enemy is represented by an outdated robot/computer.
In the gameplay, its role is to:

• create dynamic obstacles to avoid,
• penalize the player by ending the run (game over),
• symbolize the contrast between innovation (rewarded) and obsolete technology (to avoid).

Super Boost: Swirl del Black Friday

A special power-up that boosts:

• movement speed, making the gameplay faster-paced,
• the value of collected bonuses, increasing the score gained from hi-tech items.

It’s the element that conveys Black Friday’s promotional “boost.”

Shield Bubble

It’s a defensive power-up that:

• protects the player from a single collision with an enemy or an obstacle,
• lets the run continue without immediate penalties.

It represents the screen protectors that customers can purchase at MediaWorld along with their devices.

GOLD+ Shield

An advanced power-up that:

• offers two layers of protection, absorbing two hits;
• ties into the messaging around MediaWorld’s GOLD+ Card, highlighting the extra benefits of membership.

Want to play?

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